Insurance that puts you first
We believe in making car insurance work for drivers. That means no confusing small print or complicated claims procedures. Just honest, comprehensive cover, you can rely on.
Value for money
We use our love of data and technology to keep our costs low. Then we pass on these savings to you.
Made to suit you
Choose a cover plan to suit your needs and budget. Then personalise it, by picking add-ons and how you'd like to pay.
24/7 claims support
Accidents can happen at any time. That’s why we’re always here if you need to make a claim. Speak to a real person, day or night.
TrustScore 4.2
6,175 reviews
* Showing our four and five star reviews
It was easy to complete the form with…
It was easy to complete the form with competitive prices although the excess is very expensive.
Very good service
Very good service, everything i was looking for available for my needs
This is my first visit to an online car…
This is my first visit to an online car insurance purchase (i'm 83), but found your website very straightforward and easy to follow. better still it was backed up by a fantastic quote!
I found the website really difficult to navigate, but great product
I found the website really difficult to get around. that said the product is fantastic, i really was pleased wi5h it. eventually i had to phone up the company and after a very long wait managed to speak to a human being. after that it was plain sailing and i am now a holder of prima essential car insurance.
Sorry i can’t give a review because my…
Sorry i can’t give a review because my daughter did it but i was there when she did it. she saved me about £160 pounds as had never claimed in at least 60 years .It seems i am paying for other people accidents as last year i paid £338 -65 and i was given quoted £560 / £630 do not how much they can charge from one to next
Easy to access and work through when i…
Easy to access and work through when i got used too the site . very competitive prices .
I insured a car with prima before and…
I insured a car with prima before and found the customer service very efficient and fair when they could not offer insurance for a new car. i have just used them again for a new car and was easy to set up for a same day car purchase and insure using compare the market
Had a problem with the payment on line…
Had a problem with the payment on line so i phoned prima and he dealt with it straight away, very polite and very helpful,
Very helpful
Very helpful
Payment system need adjustment…
Whilst the online system needs adjusting to not automatically look to link payment to a 'banking app' the person we spoke to on the phone was very helpful & quickly sorted out the problem & took payment. note not everyone uses smart phones & apps & you need, as a company, to cater to these people.
Best price on comparison web site with…
Best price on comparison web site with a good de facto rating
The auto worked well
The auto worked well, short wait for an agent but once there already had all the details and soon gave a quote. very good.
Covers you for all the important stuff
We offer a choice of comprehensive car insurance plans. Here's a quick look at what our classic Prima plan covers...
If your car is damaged or stolen, we'll repair it, replace it or pay you its market value.
We'll keep you on the road while your own car is getting fixed by a Prima-approved repairer.
If your windows or windscreen need a repair or replacement, you'll just pay a small excess. We'll cover the rest.
If you or your partner are seriously hurt in an accident in your car, we'll pay £5,000 in accident support.
Keep your no claims bonus and get back your excess if you're hit by an uninsured driver.
For up to 90 days, you'll enjoy the same level of cover as at home when driving abroad in the EU and selected countries.
If your belongings are lost or damaged in an accident, fire of theft in your car, we'll pay up to £250.
If you're over 25 and eligible, you'll have third party cover to drive someone else's car.
Join millions of drivers who count on us
Trusted since 2015
Our story began in Italy, where we’re now the largest online car insurance provider.
Based here in the UK
We might be Italian-founded, but we’ve built an expert team in London to serve our UK drivers.
FCA regulated
We're authorised and regulated by the Financial Conduct Authority (FCA). They set the standards for protecting customers across UK financial services.
Common questions
Find answers to things that drivers often ask us.
Yes. When you get a quote with us, you can personalise your cover and boost your protection, by adding on extras like:
- Motor legal cover
- RAC breakdown cover
- Upgraded courtesy car cover
Some of our car insurance plans even have these add-ons bundled in. For example, our Prima Premier car insurance includes motor legal cover and breakdown cover.
We try to cover the important stuff. But with all our car insurance plans, you won’t be covered if:
- Someone not named on your policy drives your car
- You drive without a valid driving licence
- You drive under the influence of drink or drugs
- Your car’s left unlocked or with the keys inside
- You fill up with the wrong fuel
For full details of what is and isn’t included with your cover, you should check your Policy Wording. You’ll see this document when you get a quote with us. We’ll also email you a copy once you’ve bought your policy.
All the car insurance cover plans we offer are fully comprehensive.
This means that you’re covered for damage to your car, as well as any damage to other people (“third parties”) or their property.
We don’t offer third-party only cover.
*10% of our new customers paid £254 or less for our Prima car insurance in January 2026.